Commuting on the Washington, DC Metro gives me the opportunity to read a lot of books. My ride is about 30 minutes each way, so I spend at least an hour a day reading.

Recently I have read a lot of books about the state of web content. Why? Because I have been contributing web content for many years, and I have long advocated that content is vital to a successful user experience. So I am fascinated to see the sudden surge of interest incontent strategy.

It’s about time.

Web sites have long been products of shiny bauble design: Make it pretty and they will come. A site lures you in, but you quickly discover that you cannot find what you’re looking for. Either there’s not enough information, or there’s too much information, but it’s so poorly structured and organized that you give up.

Information architects (IAs) who focus on design over content have long fueled this problem. The best IAs realize the value of the user experience, where design and content are fully integrated. They focus on both aspects. But sometimes the scope and breadth of site requirements place too much responsibility on them. A partnership becomes necessary.

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